A trend I’ve wanted to report on for a long time now is the growing culture of consumers who want to know more about a product they’re about to buy than what the marketing team behind it wants you to know. They’re over buzz words and superlatives which make each cream, gel, and serum seem like the miracle cure to all of your problems. Like many things, the rise of the internet has directly aided this turn. We have the opportunity and resources to research like no generation before us, and at least in the skincare sphere, it seems to be being used for the best.
Skincare is becoming more technical, and innovation means complicated formulas with plenty of elements at play. No longer is a moisturiser just a moisturiser… It is an oil-free gel for acne prone skin, or an antiaging cream with collagen building peptides, or a soothing coconut oil moisturiser which smells like lavender to help you nod off to sleep. Acids are now something of a staple, even though the word ‘acid’ would likely elicit some concern from the average buyer.
In walks the skintellectual, who knows what goes into their skincare products, and has at least some basic knowledge of inclusion levels, antioxidants, and molecular weight. Maybe. It’s easy to just type into google what is niacinamide? And get an answer straight away. You might even see them with a little Latin knowledge reading the INCI on the back of a product’s box.
This trend is leading brands to have to be more honest about their products, and consumers are (rightfully and finally) turning away from branding that is only skin deep. Sorry, that joke was a bit on the nose… Okay, I’ll stop. My point is, if you look at the rate of skintellectuals increasing, so does the rate of brands that focus on ingredient specifications, a no-fuss attitude and honest branding. Isn’t it interesting how deep an impact educated consumers can have? It makes you think about the other markets that could benefit from a facelift. Maybe there’ll be another post on that in future! Anyone want to place bets?
It’s not even just the products and brands that are adapting either, it’s the culture. Skincare bloggers can now earn a great living off of their knowledge, and advice. The idea has permeated social media, with ‘honest’ Instagram accounts, and beloved skintellectuals rating users skin care routines on TikTok. People are so much more interested in each other’s routines, and cult brands have popped up out of nowhere to jump on the trend- so skincare itself, rather than just the appearance of your skin, is a place for pride, snobbery, and personality. I’d like to see how this continues, because the current pool of experts range from doctorate holding chemists, enthusiasts, those with skin conditions who have tried everything so you don’t have to, models, and brand owners. I find it interesting to see how confidence is sometimes all you need to get by with.